Data
Don’t misinterpret the data: Evidence-based advertising needs experience-based context
Data will always be the foundation of our evidence, but we need to consider our experience to structure and interpret this raw information.
Peter Minnium is president of Ipsos US, where he leads the US team in helping companies measure and amplify how media, brands, and consumers connect through compelling content and great communications. Prior to his switch to market research, Peter was Head of Brand Initiatives at the IAB focused on addressing the under-representation of creative brand advertising online.
Performance
Win the brand battle during the holiday shopping wars
Here are five strategies for building the holiday spirit of your brand with captivating communications while also navigating the pitfalls of the season.
Performance
Is ‘digital empathy’ an oxymoron?
Empathy can be good business, but only when companies proactively apply it.
Operations
Cleaning up digital ad pollution
Advertisers must take note of how their work enriches their audience’s daily life, not simply whether an ad drives conversion.
Experience
Be a clown, advertiser
Create advertising that is likable, differentiates with personality, and provides consumers a respite from their stressful lives.
Performance
5 factors of direct-to-consumer brand success
Legacy brands can learn from the direct-to-consumer model with a value shift to serve customers and their needs that will ensure long-term success.
Experience
We can’t live without digital media, but why would we want to?
In the past, media had no role in our health, transportation or infrastructure but technology has disrupted the boundary between media and non-media interactions.
Performance
Content may be king, but context is queen
We have reached a content peak and the context of how we learn about, access and make choices is now nearly as important as the quality of the content.
Performance
In a world of facts, ideas are king
Compelling ads are more than a checklist of behavioral triggers. They must engage the audience’s imagination.
Performance
The brand storytelling genius of the Coca-Cola Santa
Learn how Coca-Cola developed an effective "partnership" with Santa Claus in a series of holiday ads that stretch through the better part of a century.
Performance
It takes a village: Story creation in the digital age
Marketers must define the rules that govern the narrative space between brand and consumer.
Experience
The power of disruptive digital narrative
The key to creating more engaging online stories may be letting your audience fill in the blanks.
Experience
The science of storytelling
The importance of storytelling has become universally accepted in today's marketing world, but why does it work so well? Contributor Peter Minnium delves into the biological underpinnings of how stories affect us.
Performance
Winning the social media marketing game
Contributor Peter Minnium explains how connections are formed on social media, the purpose of these connections and how they can be leveraged to win the social media marketing game.
Performance
The five facets of media
A lot has changed in the media world in recent years, but contributor Peter Minnium explains how some aspects of the media experience remain fundamental.
Performance
Human-computer interaction and digital advertising
Columnist Peter Minnium explains the increasingly important field of HCI and its effect on the marketing environment.
Experience
Steering digital messaging with behavioral science insights
Contributor Peter Minnium explains how brands in the information overload era can appeal to the basic human processes that govern decision-making.